Exam 11: Product and Branding Concepts

In the context of business products, office stationery will fall under the category of:

Mike doesn't like to shop but when he needs new clothes, he goes to the Buckle because he's learned they have great products, excellent service, and make it easy to get and out of the store quickly. Since he's away from home attending college, he visits the local Buckle store to purchase a new pair of jeans. However, no one greets him when he enters or asks him if he needs help. He can't remember the style of jean he normally buys and becomes so frustrated that he leaves the store without making a purchase. What aspect or characteristic of service best characterizes Mike's experience at the Buckle near his college?

Based on the Young & Rubicam's BrandAsset Valuator model, _____ is a dimension of brand personality that refers to a brand's ability to stand apart from competitors.

Installations are major capital investments in the B2B markets such as customized software and heavy machinery.

Procter and Gamble offers several varieties of Tide liquid detergent for high efficiency washers. It recently added a "Sport" formulation plus Febreeze targeted to active consumers who have noticed that sports apparel such as dri-fit shirts are difficult to clean. The "Sport" formulation represents a(n):

Brand names should contain words or phrases in general use, so that it is easier for the consumers to pronounce, recognize, and remember the brand names.

A product is said to have achieved brand preference when:

Which of the following tasks least describes the role of a brand manager?

Celwyn works for a cosmetics company known for its anti-animal testing policies. Recently, however, a reputable newspaper reported that the company had tested their newest line of blush on rabbits. ​ Which of the following statements is most likely true about the company?

Brands with high equity often command comparatively large market shares.

What are the categories of convenience products? Give examples for each type.

The Kirkland brand is owned by Costco, and the products can only be purchased at Costco stores. Costco contracts with manufacturers to produce and package products under the Kirkland name. Kirkland can be regarded as a(n):

Companies that offer mass-marketed goods and services are more likely to achieve monopoly position with their customers compared to those companies that manufacture luxury products.

Which of the following can be classified as an accessory equipment?

​The brand of petroleum marketed by BP took a hit when the firm was implicated in the 2010 Gulf of Mexico oil spill. On which dimension of brand personality was BP primarily affected?

The purchaser of a shopping product lacks complete information prior to the buying trip and gathers information during the buying process.

_____ constitute the regular expenses a firm incurs in its daily operations.

A product's package color, size, and label shapes are all part of its trade dress.

An automated teller machine (ATM) is an example of a convenience service.

Through your market research, you know that skiers who buy your brand of ski gloves rely on previous experiences with the product before choosing it over alternatives. Your ski glove has reached the _____ stage of brand loyalty.